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Successful Acquisitions by David Braun

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BRAND INTEGRATION

A closely related concern is branding, which raises a number of key decisions as you combine the two companies. The brand can be seen as the outward-facing aspect of the company culture. At its heart, the brand is a promise that customers can depend on, rooted in a strong and simple brand concept, a distinct “brand personality,” and a recognizable set of values. This promise is projected by the company name, logo, and visual imagery.

When you acquire a new company, you face several options. You can erase your acquisition’s brand and simply subsume it under your own brand. This is the obvious step if you are buying a former competitor or if the acquired brand has little market value. Another alternative is to maintain the existing ...

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